Before and After: What we Did to Improve This Landing Page (and How You Can Do the Same)
For Christmas we made a super valuable offer to our members. We organized a Conversion X-mas contest that allowed them to win a complete landing page make-over. This included a new custom design made by our designers and marketing and copy writing advice from the marketing team.
Hundreds of members sent in their pages and 5 of them got picked to get marketing and design advice to increase their conversions.
Today we're showing you the before and after we did for our first winner. This landing page is a lead generation landing page.
Watching what we did for this landing page will surely give you some inspiration on how to improve yours! Let's dive right in.
this is what the page looked like before our makeover:
What We Liked:
Room For Improvement:
And this is how the landing page looks after our complete make-over:
The most obvious change is undoubtedly the design, but there is much more going on than just making it "look pretty".
Each of the changes has been made with conversions in mind. Keep on reading to find out
- Why we choose to layout this page the way we did.
- Why it can increase sign-ups.
- And how you can do the same on your lead generation pages.
Why These Changes?
Above the Fold = Prime Real Estate
If you've been reading about good practices for web design, chances are you've come across this term: Above the fold.
This means the area on the top of your page that a visitor can see without scrolling. This is prime real estate on your page and you want to make sure the most important conversion elements are visible here.
That's why we've added an opt-in form in the above the fold area. If someone arrives on this page, reads the title and is already convinced this is what they are looking for, let them subscribe immediately without having to scroll down.
Open your landing page and look at it without scrolling down. Is the most important information readily available? Can your visitor convert right there and then?
If not, add a lead generation element or a buy now button in the above the fold area.
Take Advantage of Social Proof
On the original page, Maayan was already using Thrive Ovation to showcase some really good testimonials.
The testimonials show off real results people got after following the course, which will convince skeptical visitors this free email course is the real deal.
We simply picked another template (that's not a slider) and added one of the testimonials right on top of the page so that as soon as a visitors starts scrolling down, they see this social proof.
If you have great testimonials, you should not be hiding them on the bottom of the page. And if you don't have (good) testimonials yet, check out our free Thrive University course on how to get them on auto-pilot.
Collect testimonials, even for your free offers, and display them in different spots on your landing page. A great place to display a testimonial is right next to your conversion element. This allows your visitor to read the testimonial and convert without having to scroll.
Design to Stand Out
Even the best copy gets lost in a wall of text. There are different ways to make the most important words on your page stand out (such as using headings, content boxes, etc.) but the right design can also really make a difference.
On this page, we broke up the wall of text in a checkered layout and added several "highlighted" elements to guide the eye.
If you're not a designer, don't worry. You can use one of the 200+ landing page templates included in Thrive Architect (these already use layout and highlights to emphasize important parts of your pages) and you can quickly learn the secret design code.
Go over your landing page and look for places where there is a lot of text. Try breaking up this text:
- Use a column layout and an image or icon.
- Pick the most important words and highlight them.
- Keep only what's really essential.
Want to see an in-depth look at this page and a "thinking out loud" discussion of all the details and considerations that went into this makeover? Check out this video of the livestream we did:
We just heard from Maayan who tested the before and after landing pages against each other. Here's what she had to say...
I'm happy to report that over the last two weeks (about the same time period I've measured the previous conversion rate) my conversion rate doubled - from 26% before the redesign to 53.6%.
Thanks again, you guys did a marvelous job!
Maayan- Etsy SEO Challenge
Now It's Your Turn
What do you think of this makeover? What takeaway will you apply to your own landing page?
Let me know in the comments below!